Brands in the News

The Value of a Polished Annual Report

6 Jul , 2017  

We are near the end of annual report season. If you own many individual stocks, by now you have received a flood of reports and proxy statements. Some people get excited about spring because of baseball and flowers; I look forward to reading about different companies. It is interesting to see how firms approach this annual […]

Career Advice

Branding Advice for Graduates

14 Jun , 2017  

It is graduation time, an exciting and festive part of the year. Here at the Northwestern University’s Kellogg School of Management, students are trying on robes and getting ready for the commencement ceremonies later this week. Recently I provided some financial advice for graduates. This article is to offer advice on building a strong personal brand. It is […]

Career Advice

Financial Advice for Graduates

1 Jun , 2017  

In less than two weeks, more than 500 students will graduate from Northwestern University’s Kellogg School of Management. While I teach marketing strategy and branding, each year I provide some financial advice to the graduates. If you follow my blog this will be familiar. Some things change over the years, but the core concepts remain. Save […]

Branding Insights

Beer and the Power of Branding

8 May , 2017  

One of the benefits of being a professor at Kellogg is that you get to participate in  student events. Recently the Brew n Q club invited me to join them for a beer tasting. I shared some thoughts on branding in the beer industry to kick things off, then we sampled the beer. The event […]

Brands in the News

United’s Branding Disaster

10 Apr , 2017  

Yesterday United Airlines forcibly removed a passenger from an overbooked flight. Other passengers captured the incident on video. You can watch it here. A Huge Problem It is hard to overstate how bad this is for United. Let’s review what happened: – United boards too many people and won’t offer enough money to entice someone to take a later […]

Brands in the News

Celebrating Kellogg’s New Global Hub

29 Mar , 2017  

This week the Kellogg School of Management officially opened the doors of its new global hub. The building is spectacular, with stunning views of Lake Michigan, a soaring atrium and state of the art rooms. I held my first classes in the facility on Monday morning. You can read more about it here. I was […]

Brands in the News

Milka and Oreo: A Debatable Combination

21 Mar , 2017  

Some brand combinations make a lot of sense. The Intel brand has long been a good fit with Dell; Cruise giant Carnival is a reasonable partner with the Houston Texans; Lufthansa works with German luxury luggage brand Rimowa. When I managed Bulls-Eye BBQ Sauce, we partnered with Burger King on a BBQ Burger. All of these pairings […]

Brands in the News

Revising Obamacare: Fixing the Wrong Problem

9 Mar , 2017  

This week politicians and lobbyists are debating the future of Obamacare. Republican lawmakers have proposed a revision that makes few people happy; Democrats are unanimously against it. Many Republicans don’t like it either. You can read more about it here. A few days ago I had the opportunity to talk with Professor Craig Garthwaite, my […]

Brands in the News

The New York Times Finally Invests

28 Feb , 2017  

Last week The New York Times launched a bold new marketing campaign featuring print ads, outdoor ads and television spots, including an ad that ran on the Oscar’s on Sunday. You can read more about it here. I have three thoughts about the new effort. It is about time. The Times last ran television ads […]

Super Bowl Ads

2017 Kellogg Super Bowl Advertising Review Results

6 Feb , 2017  

By Tim Calkins and Derek D. Rucker Visit the Kellogg Super Bowl Ad Review website to see this post with all the ads included. Click here.   A remarkable Super Bowl! The game itself was spectacular, Lady Gaga rocked the half-time show and advertisers aired an impressive collection of spots. Two overall themes emerged this […]